MUMBAI: Doordarshan is getting a makeover.

With the advertising agency J. Walter Thompson (formerly known as HTA) having bagged its the brand management account for the financial year 2003-2004, the pubcaster will now get its long overdue image overhaul.

JWT was selected from amongst nine ad agencies. The others in the running were Ogilvy, Lowe, FCB Ulka, TBWA Anthem, RK Swamy BBDO, Equus Redcell, Crayons and Ushak Kaal.

JWT, which will work on a monthly retainership worth Rs 6 million a year, will handle total branding and strategic planning of all campaigns, development of creatives for print, outdoor and internet advertisements, ideas and concepts for conferences and events etc. This is the first time that DD has hired a professional advertising agency to handle its brand management. Hitherto agencies were appointed on assignment basis.

While the creatives will be handled by JWT, the buying , if at all, would be taken care of by Prasar Bharati itself. DD has already entered into agreements with several print medium products for a barter deal for advertsiements related to DD.

DD Director General, Dr SY Quraishi says: "Despite our reach and preeminent position in several areas, we are faced with an image problem. We are keen to correct the public perception of our image."

The pubcaster, along with JWT, will be adopting an aggressive strategy and besides multimedia campaigns, shall also extensively use its barter arrangements with leading newspapers and magazines to place its advertisements.